Demand generation is Cognism’s preferred B2B marketing strategy. It’s about increasing email data awareness and demand for your offering. Using self-access content, the goal is to expand your audience and generate interest in your brand.
It’s an approach that allows potential buyers to engage with your brand at their own pace, without friction.
It values the target's stated intent, such as requesting a demo, over the assumed intent, such as downloading an e-book.
In lead generation, gated content is the initial stage of the sales funnel. You generate leads by offering gated content in exchange for the visitor's information.
A name and email address are still the minimum data required to unlock access to content, but some companies ask for additional information like company name, job title, and purchase intent, sometimes even budget. Some even refuse anyone who doesn’t use the company email address! These companies want a small number of perfect prospects.
Leads are potential buyers who provide their contact information to learn more about your offering. Targeted marketing materials can guide them and move them through the funnel until they purchase.
But is protected content still effective?
Another reason to offer gated content is to drive traffic and engagement. By offering exclusive gated content, businesses can incentivize users to provide their contact information to access it. This can increase website traffic and engagement, and ultimately lead to more conversions.
Why protected content no longer works
The problem with gated content? Visitors are used to one-click access to content; they don't want to trade their personal information for content.
As a result, many targets are turned off by brands that offer gated content. Furthermore, building a trustworthy reputation with gated content is not the only challenge. Here are a few more.